Who are your people? What do they look like? Where do they hang out? What do they do outside of work?
The best companies speak to a specific group of people. The more you zoom in on those people, the better you will sound to them. The more you will speak their language.
When looking at your marketing, is it clear who you are speaking to?
With the AI race in full swing, it is beyond crucial that you
- Sound like a human.
- Speak to one person.
- Be specific, not fluffy.
- Use small words, not fancy.
Pretty soon, we will all be assuming everything digital is AI-made. So the only way to stand out is actually the most human way. just be your unique self. Quirky, one-of-a-kind. Have some personality.
It also means you are NOT for everyone. You can’t be someone if you trying to be liked by everyone.
Think about your own behaviour at a party or work function. You instinctively like some people, and others you avoid like the plague. You also probably know people who try so hard to be liked that they inadvertently make people avoid them. Same with your business.
You should aim not to be liked by everyone. Be so specific in who you aim for that you alienate some people. It sounds counterintuitive, but the great brands are obsessively talking only to some people. Not everyone.
So try it next time. Pick one person and speak to them. Like you were having a conversation. Who knows, people might actually think you’re a human company.
Reach out if you need help with your marketing communication. We’ve been helping companies communicate for the past 18 years.